Growth and Opportunities in E-Commerce Using Social Media Text Analytics- An Exclusive Study on Twitter

Abstract

Twitter being a platform for people to express their opinions has become one of the most powerful data source for mining data to obtain and understand user behaviour and preferences of people. Analysis of the opinions of users from different cultural backgrounds can provide useful insights about consumer's attitude and their positive and negative associations with these websites. The research focuses on specific key ecommerce players in India. The data for this research was gathered using Search AP! provided officially by Twitter. The tweets were extracted based on the popular meta keywords used by these websites which are obtained from the source code of the websites. The purpose of this research is to use sentiment analysis in order to analyze relatedness of users with these popular keywords and also whether the association of users with these websites is positive or negative. The location based data is used for customer mapping that can be leveraged for making more effective and influential promotional strategies for developing offers that can attract potential customers. The results obtained from this research can be useful for an e-commerce website in developing effective targeted marketing, customer acquisition and retention strategies for gaining competitive advantage over other websites